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抄録
生活者がモノとコトで情報創造する'90年代のソフトウェーブ社会(情報化社会)において新しいマーケティングの在り方を考察し, 情報財によるマーケティング展開として次のようなことが判明した。情報財マーケティングとは, 情報発信者(企業又は生活者)と情報受信者(生活者又は企業)の意味(情報)の共有化をいい, 企業と生活者が相互に商品のコンセプトや価値を共有し, そのコンセプトや価値に共振, 共鳴しながら感性エリアを増幅していく一連の生活情報の共鳴活動である。この新しい生活文化に根ざした共振, 共鳴による情報活動を情報財マーケティングとした。
We have considered how to be new marketing in the software-oriented society(information society)in 1990s in which consumers create information with things and goods and tried to theorize the deployment of marketing with information products. As a result, following conclusion has been obtained concerning the deployment of new merketing:marketing of information products is to make meanings(information) be jointly owned by information dispatchers(firms or consumers)and information receivers(consumers or firms)and is a series of sympathetic resonance activities of life information in which firms and consumers jointly own concepts and values of commodity with each other and amplify their sensibility areas while sympathetically vibrating and sympathetically resonating with these concepts and values. These information activities with sympathetic vibration and sympathetic resonance rooting in a new life culture have been defined as marketing of information products.
